Infants
live in the present in a bonded state of absolute dependence with mother as the
provider of all needs. The infant's relationship to its mother will change rapidly
as the infant develops mobility, but the mother's relationship as nurturer to
the infant will not.

The
fundamentals of taste in music, clothing, partners, and personal concepts such
as what is attractive or sexy are set here. However, just as your personal identity
is emerging you take on other social identities: employee, spouse, and/or parent.
The value in learning tilts from Experience to Utility.

This
is a nuanced, experienced, and edited version of the individual at 23. Depending
on the degree of change necessary to bring the mature self into alignment, this
process can be dramatic or simple. The final shakeout will fall back to more nuanced
preferences confirmed at 23.

This
stage marks the beginning of a search for meaning. A renewed interest in religion
of youth or popular philosophy or spirituality is common. Value is found in experiences
such as non-utilitarian learning, travel, and personal development. As in childhood,
goods are valued for their Affiliation.

Childhood
4-10 years

Alliance
23-30 Years

Readjustment
43-50 Years

Recognition
65-70 Years

Children
are experiential learning machines, gathering and manipulating data until all
possibilities are exhausted, then moving on (play.) The nature of play limits
long-term brand loyalty. Children look to role models to validate discoveries.
Value in consumer goods lies in Affiliation.

The
learning stage of a long period of conflict and resolution between the individual
and overlaying social identities. Shared meals emerge as an important social collaboration
for gauging relationships. Value of consumer goods lies in Validation of rapidly
evolving social mobility.

The
learning stage of the maturity period. Products and practices that do not fit
are dropped. There is a new openness to new alliances and ideas compatible with
examined and refined values. Consistency and reliability are high priority values.

The
learning stage of the resolution period. Practices and products that do not meet
the new standards of core value for cost (money or spiritual) are dropped. Brand
loyalty for valued products is fixed unless the product changes or cost increases
negate value.

Preadolescence
10-14 Years

Practice
30-35 Years

Mastery
50-55 Years

Accommodation
70-75 Years

The
first nostalgia age as children look to establish lifelong values. Preadolescents
work to strike a balance between present and future states, actively seeking new
role models while finding security and investing value in the icons of childhood.

As
life gets more complex, imbalances come to the fore. This period marks the second
nostalgia age as icons of childhood reemerge as symbols of value. The core values
of nostalgia are reliability, consistency, and security.

The
third nostalgia age as we reflect on life's path. A period of fine-tuning of alliances
and practices. The editing-out process is rapid. As social mobility slows, acquisition
of goods also slows. Value is found by a return to a nuanced version of the childhood
play stage of Experience.

The
final fine-tuning period of stripping away what doesn't work and valuing what
does. A sense of freedom not experienced since childhood drives us to explore
for intrinsic motivation alone. Nostalgia is commonly expressed in unfavorable
comparison the present to the past.

Adolescence
14-19 Years

Evaluation
35-40 Years

Reevaluation
55-60 Years

Acceptance
75+ Years

The
emergent identity is driven to sever the dependent relationship with the parent.
Validation shifts from parent to peer group. Self-testing and the "trying
on" of mediated identities drives both the consumer good and experience markets.

A
time of identity-driven separation similar to the adolescent stage. A period of
reexamination of the web of relationships that comprise the social whole, with
a rejection of those that do not fit the individual identity.

A
third period of reexamination of identity based on the realization that you are
now most likely operating at maximum capability in all areas of your life. Value
is placed on understanding and security. De-accessioning consumer goods begins.

A
period of confirmation of identity and an acceptance that some things are beyond
your control. Intrinsic reward is high value: learning, continuity (sharing experiences
with grandchildren), self-actualization, etc.